007 First Light’s brand placement is obnoxious, but it works. What it could mean for the industry, however, scares me

It all starts with a watch. Q approaches a young, fresh-faced James Bond in the bowels of MI6, offering a box of quintessential Q Watches. We’ve seen them 100 times before in the movies and other Bond media, but 007 First Light presents me with an ornate case with plush black lining; an expensive house for an expensive product. As a Bond fan, I wasn’t surprised to see the ‘Omega’ logo emblazoned in gold across its front; the watches are Seamaster Diver 300Ms, and retail for a pricey $9,400. Q proceeds to walk me through the various strap colors: Midnight Maroon, Ember Grey. In many ways, it feels like a sales pitch; an unprompted reminder that I am, indeed, poor.

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